virgin-australia_business-class-bar-01

Virgin-Australia_Business-Class-Bar-01

virgin-australia_business-class-seat-01-square

Virgin-Australia_Business-Class-Seat-01-Square

<h2>Learning</h2>
<p>The project involved bleary early mornings, late night conference calls and long business trips between Tangerine in London, Collins Aerospace in Winston Salem and Virgin Australia in Brisbane. Working together the ambition for the level of change and customisation in the cabin was agreed, and an ambition set  to deliver something special and truly on brand for the airline.</p>
<p>Within the space constraints and certification requirements, we rethought everything. The aim was to give the passenger experience a sense of flow, from walking through the aircraft door right down to the intimate detailing at the ends of their fingertips.</p>


virgin-australia-business-class-moodboard

Virgin-Australia-Business-Class-moodboard

vigin-grpah

Vigin Grpah

<h2>Leaping</h2>
<p>When looking at the competitive landscape, we identified that one of the shortfalls for many aircraft cabins is the lack of variation in surfaces because of the way parts of the interior are manufactured and certified, tending to leave the environment flat and with a utilitarian feel. Here was a unique opportunity to inject richness into the design of the cabin interiors to distinguish the Virgin Australia brand and significantly improve the passenger experience.</p>


04_virgin-australia-tangerine-re-design-premium-cabin_01

04_Virgin-Australia-tangerine-re-design-premium-cabin_01

dscn5713-copy

DSCN5713 copy

dscn5847

DSCN5847

<h2>Landing</h2>
<p>Dubbed ‘The Business’ by national press, the business class suites are premium, stylish and exclusive. A tapestry of different materials and textures were introduced to create a sumptuous cabin environment. Particular consideration was given to how light and shadows play upon surfaces like the louvered privacy screens, and how sparkles appear within the metallic paint on the adjacent surfaces.</p>
<p>A stunning new bar area on the B777 aircraft, interweaves with the seating layout to maximise available space for the face-to-face service, which is critical for the Virgin brand. The bar design utilises interconnecting angles and a striking flying maiden motif to bring flair to the environment. Working closely with Virgin Australia and Collins Aerospace, the new cabins are a testament to the fusion of ambition, effective collaboration and design that makes customers fall in love with a brand.</p>


wish_virgin-australia_0a8a6505-copy

WISH_Virgin Australia_0A8A6505 copy

wish_virgin-australia_0a8a6588-copy

WISH_Virgin Australia_0A8A6588 copy

vir2072_virgin_shot4crop_lrlow-res_no-bw

VIR2072_Virgin_Shot4crop_lrLOW RES_no bw

“We believe the sophisticated new suites will set a new standard in Business Class travel, not just in Australia but around the world.”

virgin-australia_business-class-seat-03-landscape

Virgin-Australia_Business-Class-Seat-03-Landscape

<p>Contender to Australia&#8217;s larger flag carrier Qantas, Virgin Australia wanted to reposition itself from a low-cost airline to complete with its competitors in the premium travel market both domestically and internationally. Having undertaken to upgrade its long-haul A330-200 and B777 aircraft, the airline tasked us with the design of their cabin interiors for Business and Premium Economy. With business suites selected from Collins Aerospace’s popular Super Diamond,  the challenge was to infuse the cabin with sophistication and elegance that would define the airline for its quality and provide a stage for its outstanding service.</p>


<p>Popular Nordic airline, Finnair, approached us with a view to completely revamping their ground-to-air customer experience. A large part of this project involved turning their Non-Schengen customer lounge into a contemporary experience that made travelling just as enjoyable as the destination.</p>


Virgin Australia

british-airway-club-world-01

British-Airway-Club-World-01

british-airway-club-world-05-sqaure-72dpi

British-Airway-Club-World-05-Sqaure-72dpi

<h2>Learning</h2>
<p>The project required an understanding of the psychology of the business passenger as much as the practical constraints of an airline, and passengers told us that they yearned for the freedom to move as they wished. We mobilised our whole team with fervent energy and dedication to explore countless seating concepts and layouts. Gathering insights from adjacent industry sectors to envision how to best meet the needs and aspirations of business travelers, who want to arrive rested and fresh after long haul flights.</p>
<p>Central to a good customer experience was the opportunity to get proper rest while flying, and the key to this was lying flat. The problem was, how to deliver it?</p>


british-airway-club-world-sketch-01

British-Airway-Club-World-Sketch-01

<h2>Leaping</h2>
<p>We created a range of solutions that were ahead of their time, but it was our ‘Lounge In The Sky’ concept which captured BA’s board&#8217;s imagination, ignited the interest of the press, and sent British Airways’ share price sky-rocketing. The artistic impression first revealed showed a completely new way to configure cabin space, with yin-yang configured lie-flat seats that had dividing screens and a movable footstool, giving each passenger the freedom to move, dine, work, sleep and socialise alone or as a pair.</p>
<p>No stone was left unturned to design the best possible solution and prove the viability of the concept. An initial uneasiness raised in passenger surveys about the prospect of flying backwards was overcome through research flights with the RAF to prove that a negative perception of journey sickness with flying backwards was a misplaced belief.</p>


british-airway-club-world-design-process-03_bw-72dpi

British-Airway-Club-World-Design-Process-03_bw-72dpi

british-airway-club-world-design-process-01-bw-72dpi

British-Airway-Club-World-Design-Process-01-bw-72dpi

british-airway-club-world-diagram-02

British-Airway-Club-World-Diagram-02

<h2>Landing</h2>
<p>“Project Dusk” – the first generation of the Club World seat design, was an audacious design solution that stunned the commercial aviation industry. For the first time ever lie-flat seats were paired in a fore and aft configuration, while crucially protecting 8 seats across in the cabin to maintain a dense seat count. The project was an immediate success, achieving a full ROI of £200,000,000 well within the first 12 months of flying.  The innovative and patented format was upgraded by us in 2006, cleverly introducing 25% more passenger space and delivering a significant increase in comfort. The design has become synonymous as the hallmark of innovation for British Airways, flying in service for over 20 years. For it we won the prestigious DBA Grand Prix prize for Design Effectiveness, which is testament to its groundbreaking commercial success.</p>


british-airway-club-world-04-2

British-Airway-Club-World-04

We regard tangerine as an agency at the very pinnacle of cabin and seat design and we’ve had a great relationship working hand-in-hand with them.

british-airway-club-world-hero-01

British-Airway-Club-World-Hero-01

<p>With the global economy lurching in the late 1990s, it was a difficult time for the aviation industry, and competition was fierce. British Airways were looking for a strong point of difference that would give them a business advantage, challenging us to “Find us the holy grail of airline travel.” The result was truly revolutionary, an audacious design solution that would stun the commercial aviation industry, redefine the business market and become a profit engine for the airline.</p>


British Airways

snoozebox-case-study-3

Snoozebox-case-study-3

<h2>Learning</h2>
<p>The team sought inspiration and gathered insight from diverse sources and user contexts for the event accommodation to maximise the potential of the room, which measured just 3.6m x 2m x 2m. The room needed to be able to offer a range of different ensuite configurations to suit different travel groups. And to make the challenge really interesting, the whole thing had to fold in half on the back of a truck for ease of transportation.</p>


snoozebox-case-study-23

Snoozebox Case Study-23

<h2>Leaping</h2>
<p>We created an ambitious proposal that went far beyond the client’s original request for a series of adjustable beds. The idea was to redefine the whole guest experience – everything from the design of the fixtures and fittings to the colour palette and the atmosphere. Achieving it required some cunning and creative design solutions.</p>


snoozebox-design-process-square

Snoozebox-Design-Process-Square

snoozebox-in-production

Snoozebox-in-production

snoozebox-cmf-moodboard

Snoozebox-CMF-Moodboard

<h2>Landing</h2>
<p>The rooms offer 7 different bed configurations and feature fold down beds, hidden within super-sleek metal frames integrated into the walls &#8211; achieved by exploiting specialist laser-cutting and folding processes. The beds are accessed with pull-down handles disguised as shadow lines, transforming the space into a bedroom for up to four people with seven different day and night configurations. The bathroom is designed as a luxury wet room with a flared outer wall to give a sense of spaciousness, while also providing a dry hanging area.</p>
<p>The accommodation comes in three finishes to suit different event’s needs, with flooring and fabrics sourced from some of Europe’s top design houses.</p>


snoozebox-video-cover

Snoozebox-Video-Cover

Trying to put Snoozebox guests at the heart of the action required some innovative thinking and design leadership. tangerine allowed us to take what we wanted conceptually and actually see it realised. They were just so clever whilst also understanding our commercial parameters. Their designers thought through everything, right down to the hinges on the bed, so we were able to achieve this really exciting outcome.

snoozebox-bedroom-hero-landscape

Snoozebox-Bedroom-Hero-Landscape

<p>Start-up hospitality business Snoozebox had enjoyed success with its first-generation portable hotel that was created using repurposed shipping containers.  It delivered pop-up hotel accommodation to the heart of cultural and sporting events across the UK such as the Silverstone F1, Glastonbury Music Festival and the Edinburgh Fringe Festival. Impressed with our reputation of maximising small spaces for premium customer within the aviation industry, Snoozebox commissioned us to create a modular design for new hotel room that could be delivered as a custom mobile solution built by British coachbuilders ASGB.</p>


Snoozebox

<h2>Learning</h2>
<p>For the cabin look &amp; feel we set out to capture the visual magic and “wow” of Hong Kong, playing with the contrast between the city and the countryside. Infusing traditional Hong Kong influences with the extraordinary contrast of the city’s fast-paced modern vibe.</p>
<p>Innovating and improving comfort within economy class can be really challenging, but we championed the passengers’ desire for more seat comfort and introduced a generous shelf to support their tablet and a convenient place to store and charge their devices and valuables.</p>
<p>With 214 of the A350-900’s 280 seats dedicated to Economy Class, we had to think strategically, and use an exhaustive attention to detail to find the right solutions for Cathay Pacific’s customers.</p>
<p>.</p>


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3-leaping-CathayPacific-3

2-learning-cathaypacific

2-learning-CathayPacific

3-leaping-cathaypacific-2

3-leaping-CathayPacific-2

cathay-pacific-colour-of-the-bay-vision

Cathay-Pacific-colour of the bay vision

<h2>Leaping</h2>
<p>Interior finishes are inspired by Asian minimalist tradition throughout the A350.  The laminates on the bulkhead features an embossed irregular-striped pattern that is evocative of bamboo, complementing the natural textured finishes that are incorporated throughout the interior across all classes.</p>
<p>Green is an essential colour palette for Cathay Pacific’s brand and three subtly distinctive shades of green are used to distinguish rows of seating in economy class.</p>
<p>Driven by research into passenger’s habits and needs, we created a range of concepts for innovative design solutions that improved the economy class passenger experience.</p>


cathay-colours

Cathay-colours

cathay-pacific-bamboo-tedlar

Cathay-Pacific-bamboo-tedlar

cathay-pacific-headrest-prototype

Cathay-Pacific-headrest-prototype

cathaypacific-cmf-design

CathayPacific-cmf-design

<h2>Landing</h2>
<p>This juxtaposition between Hong Kong’s traditional rural setting and the fast-spaced hi-tech city is harmonised across all of the interiors finishes, soft furnishings, and colour palette.</p>
<p>A tiny revolution took place in the economy class seating, where we created a proprietary designed six-way headrest that is unique to Cathay Pacific. This patented innovation provides significantly improved lateral support to the passenger’s head when resting or sleeping, which is crucial for rest and sleep when seated in a subtly reclined position.</p>
<p>The growing BYOD on-board trend is catered for with a combined shelf and storage area, that provides a dedicated place tablets and other devices, stowage for small personal belongings and a drinks holder, all in one place.</p>


cathay-pacific-economy-seatback-2

Cathay-Pacific-economy-seatback-2

cathay-pacific-economy-seatback-1

Cathay-Pacific-economy-seatback-1

cathay-pacific-economy-headrest-tangerine

Cathay-Pacific-economy-headrest-tangerine

cathay-pacific-economy-headrest

Cathay-Pacific-Economy-headrest

The six-way headrest on Cathay’s A350 is a tiny revolution.

Propriety designed six-way economy headrest 

cathay-pacific-economy-meal-service

Cathay-Pacific-economy-meal-service

<p>With 22 A350-900 XWB new aircraft ordered, Hong Kong-based Cathay Pacific Airways issued a request for proposal in 2013 for the design of its brand new long-haul fleet. We won the project to create the colour, material and finish for the whole aircraft, as well as design of the Economy Class seating. The challenge was to set a creative direction for the whole cabin, which extends Cathay Pacific’s brand expression, and to innovate in Economy Class to provide the best possible passenger experience.</p>


Cathay Pacific

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